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Jam and Jerusalem (2015)
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Jam and Jerusalem (2015)


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  • Designer: ¬†Emma Bossons FRSA
  • Numbered Edition
  • Shape: ¬†PLQ10
  • Size: ¬†25cm x 29cm (including frame)

‘It’s not all jam and Jerusalem!’ says Emma as she explains a little about her design which celebrates the Women’s Institute’s Centenary in 2015...

‘My idea for a WI design came about because of their centennial landmark this year. The first WI in Britain was formed on September 16th 1915 at Llanfair, on Anglesey in North Wales.’

Emma’s design is an explosion of colour and excitement, but as is always the case with Moorcroft, the plot thickens upon closer inspection. As the design moves from right to left, a fleeting vision of the WI’s past is unravelled. Formed in 1915, the WI intended to revitalise rural communities and encourage women to become more involved in producing food during the First World War. Jam making, knitting, cake making were some of their activities. These days, skills such as DIY and cheerleading are some of the activities learned and so we see these towards the left of the design. Quilting, craft, needlework, flower arranging, all staple favourites, appear along the storyline of Emma’s quirky design.

Emma hastens to add, ‘I was running short of space, but I would have liked to add more to the design. It is less well known that the WI were quite involved in women’s rights campaigns and other important issues that were ahead of their time. They sometimes get overlooked as hobbyists, but there was much more to them than that. So some placards with slogans would have been good. Instead, I added a cheeky wink on the face of one of the ladies in the ‘old’ section, if only to symbolise that it wasn’t all jam and Jerusalem!’


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